Every year MEA (Meetings and Events Australia) hosts a convention for convention organisers - kind of like a SXSW for convention geeks.

Instead of simply creating a name and a logo for their 2016 event, we created an all-encompassing theme that was inspired by the host city’s reputation for the unconventional as well as world-famous street art.

Working with local street artists, we subverted long-held convention traditions and mindsets, which then became MEA's 2016 advertising and collateral.